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In depth interviews (IDI)

Individual In-Depth Interview

An in-depth interview entails a detailed, thorough interview with a respondent on a given topic. During the interview, a qualified researcher follows a thematic plan constituting an interview scenario.

 

The purpose of the interview is to broaden the knowledge on the topic of particular interest or relevance by asking exploratory questions to explain and understand the issue in question. For this reason, an important aspect of the interview is ensuring the unrestricted freedom of expression, as well as conducting the conversation in such a way that all surveyed issues are addressed.

 

An in-depth interview is often used to address difficult or personal topics, such as illness or addiction, or when a negative effect of the group on respondents’ statements may be expected or when confronting the opinions of respondents is not required. IDIs are also useful when interviewing difficult-to-reach groups such as experts or people holding prominent positions or at geographically dispersed locations.

 

For in-depth interviews, assisting and projection techniques which involve visual materials or associations may be used to allow for an thorough interpretation of the respondent’s statements. In-depth interviews provide for exploration of personal experiences, mechanisms and motives of decision making process, but also precisely describe the causes of actions, opinions and attitudes towards products and services, as well as help understand the respondent’s perception of social phenomena or a brand.

How will you benefit?

provide an opportunity to discuss thoroughly the most interesting aspects owing to the spontaneous nature of the conversation

provide as much information as possible owing to the skills of experienced interviewers

provide good setting for discussing sensitive and controversial topics

guarantee high level of independence of responses due to the lack of external interference

capture dispersed or difficult-to-reach groups

guarantee the highest research standard compliant with the guidelines of the PKJPA and the OFBOR

Areas we research by means of a given method:

Selected references:

Cooperation since 2001

We have been cooperating with ABR SESTA since September 2001. ABR SESTA has been performing countrywide, continuous analyses of prices, distribution, promotion, and shelf share of selected products and brands for Colgate-Palmolive. Our employees use research results in their day-to-day work for making crucial business decisions. ABR SESTA has proven to be a reliable and trustworthy partner. Research results contain high quality of data and analyses, and are delivered in a timely manner. The company is very flexible and rapidly reacts to our needs.

Paweł Sienicki
Commercial Analyst
Colgate-Palmolive Poland
Harmonious cooperation

We have been cooperating with ABR SESTA in the field of marketing research since 2011. I confirm that the company has implemented our orders on 2 research waves including 600 mystery shopper visits in pharmacies. The contract was performed in a business-like and timely manner, in accordance with good practice and recommendations. What is worth noting is the very good contact with company staff and their flexible and open-minded approach to cooperation. Cooperation between our companies has been harmonious and smooth. We are pleased to recommend ABR SESTA as a marketing research provider.

Beata Pankiewicz-Lepek
Regional Manager
Bayer HealthCare
Research results helpful in day-to-day work

Innogy Polska has been continuously cooperating with ABR SESTA since 2004, implementing various research projects relating to standards in communication services and client satisfaction as well as widely understood market and image research. The research concerns both individual and business clients. The research projects make use of various data collection methods, starting from desk research analysis, through quantitative (CATI, CAPI, CAWI), qualitative (FGI, IDI) research. Results of the research have often been used to shape the company’s marketing strategy and have also been useful in our day-to-day work. The research projects and analyses implemented by ABR SESTA have been reliable, timely, and very factual. The company is flexible, it complies with data confidentiality requirements and business standards.

Magdalena Mazurkiewicz
Senior Marketing Specialist
Innogy Polska
Flexible approach to the client

We have been cooperating with ABR SESTA since 2018. The company has carried on for us, among other things, research on the business partners’ satisfaction with the cooperation and offer by means of on-line interviews. Employees of ABR SESTA fully understand our needs and have a highly professional and flexible attitude to the client. What is worth particular attention is the usefulness of delivered reports, in which we receive practical data and conclusions which help make accurate business decisions.

Maciej Podgórski
Methodology and Commercial Coordination Manager
RCI Banque
High technical level of analyses

Between 2006 and 2007, Orzeł Biały commissioned ABR SESTA to perform a recycling analysis in Poland. The research involved a description of processed waste categories, it also accounted for legal regulations in this area and forecasts of future trends in waste processing. The research work performed by ABR SESTA is characterised by a high technical level of analyses and professionalism, that is why it deserved the contracting party’s appreciation.

Zbigniew Rybakiewicz
President of the Management Board
Orzeł Biały SA
Very good contact

ABR SESTA has performed opinion research for ZTM regarding transport behaviour, preferences, and communication assessment among the residents of Bielany district of Warsaw. The research was carried on by means of pen-and-paper interviewing (PAPI) on a representative group of 400 district residents. The contract was performed in a timely manner, in accordance with good practice and any recommendations. What is worth noting is the very good contact with company staff and instant reaction to any issues reported. Therefore, we would like to recommend ABR SESTA as a solid, verified, competent, and commendable partner.

Leszek Ruta
Chief Operations Officer
Öffentliches Verkehrsmanagement in Warszawa
Open attitude to cooperation

In 2012, ABR SESTA carried on for Procter & Gamble Polska “The analysis of selected brands’ recommendation in shops” using the mystery shopper method. The contract involved carrying on approximately 2100 visits to retail outlets in 3 research waves. The contract was performed in a business-like and timely manner, in accordance with good practice and recommendations. What is worth noting is the very good contact with company staff and their flexible and open-minded approach to cooperation. Cooperation between our companies has been harmonious and smooth. We are pleased to recommend ABR SESTA as a marketing research provider.

Jacek Krauzowicz
Commercial Operations Category Manager
Procter and Gamble DS Polska
Orders in line with good practice

Since 2011, ABR SESTA has worked for Grayling Poland, conducting awareness research of people using the electronic toll collection system viaTOLL in Poland. The research is performed using CATI and PAPI methodology. ABR SESTA has proven to be a reliable and trustworthy partner. Contracts have been performed in a timely manner, in accordance with good practice and our expectations. The company is very flexible and rapidly reacts to our needs.

Andrzej Mirowski
Senior Account Manager
Grayling Poland
High class research partner

We have worked with Sebastian and ABR SESTA on a number of various research projects in the Polish, Czech and Slovakian markets. The team has been able to provide us with very robust data, in-depth analysis and clear recommendations as to how we can optimize in-store execution based on shopper insights. Complemented with excellent customer support and speed of the execution, all this makes ABR SESTA is a high class research partner.

Svetlana Bryliakova
Manager Shopper Insights CE & WTR
Mondelez International
Openness and seeking new solutions

In the period from 28 November to 6 December 2013, ABR SIESTA performed for TUiR Allianz Polska 20 mystery shopper audits all over the country. The subject matter of the contract was to examine the brokers’ attitude to property insurance products offered by various insurance firms. The contract was performed in accordance with the contracting party’s guidelines and accepted without reservations. It involved developing a dedicated tool and drawing up a research report. I recommend ABR SESTA as a reliable and verified partner which ensures excellent service and cooperation with a team of professionals, carried on in an open-minded atmosphere, fostering the search for the best solutions. The research was conducted in compliance with PKJPA guidelines.

Ewa Antczak
Market Research Manager
TUiR Allianz Polska
Better quality than in Swedish research companies

Jula works with ABR SESTA for over 5 years on market research and analytic projects in different European countries including Sweden, Norway and Poland. ABR SESTA provides us with different types of market research done with all types of research techniques. Thanks to experienced team they understand well the needs we have as a retailer and deliver valuable insights. We often create solutions together and contribute to mutual learning. We have abandoned Swedish research firms because we think that ABR SESTA is delivering better quality, faster and more cost effective.

Margareta Boström
Head of Market Research and Customer Insights
Jula AB
High level of service performance

ABR SESTA has been cooperating with Norauto Polska since 2006, implementing projects of vital importance for our company. During this time, ABR SESTA implemented research projects relating to the opinion of current and potential clients, verification of the service level, knowledge and perception of the company’s image. ABR SESTA has performed its duties in a reliable and timely manner while ensuring a high quality of service. Cooperation between our companies has been harmonious and smooth. We are pleased to recommend ABR SESTA as a marketing research provider.

Grzegorz Chmielewski
Chief Financial and Administration Officer
Norauto Polska
Rapid response to our needs

We have been cooperating with ABR SESTA since May 2003. ABR SESTA has been performing countrywide, continuous analyses of prices, distribution, promotion, and shelf share of selected products and brands for Danone. Our employees use research results in their day-to-day work for making crucial business decisions. ABR SESTA has proven to be a reliable and trustworthy partner. Research results contain high quality of data and analyses, and are delivered in a timely manner. The company is very flexible and rapidly reacts to our needs.

Przemysław Pokorski
Sales Development Manager
Danone
High professionalism on all project stages

Samsung Electronics Polska has been cooperating with ABR SESTA in terms of marketing research since 2012. We confirm that the company has conducted around 330 mystery shopper visits in retail chains. The contract was performed in a business-like and timely manner, in accordance with good practice and recommendations. What is worth noting is the very good contact with company staff and their flexible and open-minded approach to cooperation. At all project stages, representatives of ABR SESTA proved to be highly professional, knowledgeable, and involved. Reports delivered by the agency complied with order conditions while the manner in which results were presented showed understanding of our needs. Cooperation between our companies has been harmonious and smooth. We are pleased to recommend ABR SESTA as a marketing research provider.

Kamila Kuczkowska
Marketing Intelligence Specialist
Samsung Electronics Polska
The company meets expectations

We have been cooperating with ABR SESTA since 2018. The company has carried on for us, among other things, research on customer service standards by means of direct CAPI interviews and the mystery shopper method. The project concerned service providers, such as energy providers, telecommunication and insurance companies. The research has been performed in a timely manner and in accordance with the assumed methodology. The company meets the contracting party’s expectations and is very much involved in the projects.

Szymon Karpiński
President of the Management Board
Sotres Consulting
Flexible work practices

Since November 2013, ABR SESTA has been working for L’Oreal Polska on a project which involves the monitoring of prices and promotional displays in selected modern retail outlets. ABR SESTA has proven to be a reliable and trustworthy partner. Research results contain high quality of data and analyses, and are delivered in a timely manner. The company is very flexible and rapidly reacts to our needs.

Katarzyna Adamkiewicz
Revenue Manager
L'Oreal Polska

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